Donald Norman Quotes

31 Sourced Quotes

Academics get paid for being clever, not for being right.

Donald Norman
How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Donald Norman
What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

Donald Norman
In their work, designers often become expert with the device they are designing. Users are often expert at the task they are trying to perform with the device. [...] Professional designers are usually aware of the pitfalls. But most design is not done by professional designers, it is done by engineers, programmers, and managers.

Donald Norman
Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

Donald Norman
Serious accidents are frequently blamed on "human error." Yet careful analysis of such situations shows that the design or installation of the equipment has contributed significantly to the problems. The design team or installers did not pay sufficient attention to the needs of those who would be using the equipment, so confusion or error was almost unavoidable.

Donald Norman
Usability is not often thought of as a criterion during the purchasing process. Moreover, unless you actually test a number of units in a realistic environment doing typical tasks, you are not likely to notice the ease or difficulty of use. [...] Do it right there in the store. Do not be afraid to make mistakes or ask stupid questions. Remember, any problems you have are probably the design's fault, not yours.

Donald Norman
When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.

Donald Norman
"It probably won a prize" is a disparaging remark in this book. Why? Because prizes tend to be given for some aspects of design, to the neglect of all others—usually including usability.

Donald Norman
The principle of visibility is violated over and over again in everyday things. In numerous designs crucial parts are carefully hidden away. Handles on cabinets distract from some design aesthetics, and so they are deliberately made invisible or left out. The cracks that signify the existence of a door can also distract from the pure lines of the design, so these significant cues are also minimized or eliminated. The result can be a smooth expanse of gleaming material, with no sign of doors or drawers, let alone of how those doors and drawers might be operated.

Donald Norman
As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.

Donald Norman
Change the attitude toward errors. Think of an object's user as attempting to do a task, getting there by imperfect approximations. Don't think of the user as making errors; think of the actions as approximations of what is desired.

Donald Norman
We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more powerful systems, with nary a moment to rest, contemplate, and to reflect upon why, how, and for whom all this energy has been expended.

Donald Norman
Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.

Donald Norman
The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.

Donald Norman
Even though principles of rationality seem as often violated as followed, we still cling to the notion that human thought should be rational, logical, and orderly. Much of law is based upon the concept of rational thought and behavior. Much of economic theory is based upon the model of the rational human who attempts to optimize personal benefit, utility, or comfort. Many scientists who study artificial intelligence use the mathematics of formal logic—the predicate calculus—as their major tool to simulate thought. [...] Human thought is not like logic; it is fundamentally different in kind and spirit. The difference is neither worse nor better. But it is the difference that leads to creative discovery and to great robustness of behavior.

Donald Norman
If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

Donald Norman
Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. [...] The advent of hypertext is apt to make writing much more difficult, not easier. Good writing, that is.

Donald Norman
When I use a direct manipulation system—whether for text editing, drawing pictures, or creating and playing games—I do think of myself not as using a computer but as doing the particular task. The computer is, in effect, invisible. The point cannot be overstressed: make the computer system invisible.

Donald Norman
Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.

Donald Norman
Although I firmly believe that there is no such thing as a stupid question, there can indeed be stupid answers. 42 is an example. Not only is this a poor ripoff of Doug Adams' Hitchhiker's Guide, but it isn't even a prime number. Everyone surely knows that numerical answers to profound questions are always prime. (The correct answer is 37.)

Donald Norman
When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed.

Donald Norman
Computer scientists have so far worked on developing powerful programming languages that make it possible to solve the technical problems of computation. Little effort has gone toward devising the languages of interaction.

Donald Norman
In the consumer economy taste is not the criterion in the marketing of expensive soft drinks, usability is not the primary criterion in the marketing of home and office appliances. We are surrounded with objects of desire, not objects of use.

Donald Norman
Simplification is as much in the mind as it is in the device.

Donald Norman
Creeping featurism is a disease, fatal if not treated promptly. There are some cures, but, as usual, the best approach is to practice preventative medicine.

Donald Norman
Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and the errors that will get made.

Donald Norman
People Propose, Science Studies, Technology Conforms.

Donald Norman
Forget the complaints against complexity; instead, complain about confusion.

Donald Norman
Technologists are not noted for learning from the errors of the past. They look forward, not behind, so they repeat the same problems over and over again. [...] As each new technology matures, customers are no longer happy with the flashy promises of the technology but instead demand understandable and workable designs. Slowly the manufacturers relearn the same basic principles and apply them to their products. The most egregious failures always come from the developers of the most recent technologies.

Donald Norman